DESIGN WITH PURPOSE
Speakers from Patagonia, Pantone, Wired and Unilever will help unpack the theme of ‘Design with Purpose’ through a series of inspiring talks. Sessions will be split into the following sub-themes to help attendees navigate through the latest challenges, solutions and innovations affecting the industry.
Gen-Zers are considered more responsible, socially conscious and eco-friendly, and highly digital. This audience accounts for approximately 26% of the world’s population, or approx. 2 billion people, so are a vital part of the consumer base.
Understanding our audiences is key, so we need to stay in tune with what is popular with younger generations, and how to engage them.
Speakers that will touch on this include Oksana Valentelis, Creative Director at Tiktok.
AI & THE DIGITAL WORLD
Does AI scare you or excite you? And what opportunities lie in the wider digital space?
For many, AI seems a threat, something still not quite fully understood or trusted. For others, it’s an opportunity - for access to more creative ideas, better understanding of consumers, and faster and more efficient work. There is also a world of opportunity within the digital world beyond AI, blurring the lines between physical and digital, reality and fantasy.
Speakers that will touch on these include Carola Seybold from Pantone and Jeremy White from WIRED magazine.
Research has shown that by designing for those who experience some form of disability (which affects more than a quarter of the world's population), it can provide everyone a better experience.
Packs with easier to open mechanisms, with visual clarity, that are more tactile and that use symbols can help many of those across the world experiencing disability, and can also improve design for others.
Speakers that will touch on this include Hanna Kops from Transport for London and experts from Unilever.
ADAPTING TO THE COST OF LIVING
The cost of living in the UK hit its highest level in 40 years in April, with the price of everyday goods, electricity and gas adding extra pressure to businesses and households.
This is affecting clients, briefs and consumers, so what might be some of the best practices to put in place to help navigate these issues?
Speakers that will touch on this include Steven Bartlett and Hanna Kops from Transport for London.
SUSTAINABILITY & ESG
We are all aware that sustainable packaging is becoming a higher priority for both brands and consumers - more now than ever before.
But ESG goes beyond just the environmental impacts, taking into account social and governmental ones too. Businesses need to think and possibly re-assess themselves based around multiple factors such as fair pay, responsible supply chain partnerships and ethical business practices.
Speakers that will touch on these include Steven Bartlett and Kris Keiller from Patagonia.
Design with Purpose is key to how we live our lives and focuses us on what's important.
It's about creating the culture we live in and new exciting opportunities for everyone.
Put simply, design without purpose has no purpose!
In order for something to be called ‘design’ it needs to have a function. In order for something to be called ‘good design’ it needs to be delightful. If it can be both of these things, it is satisfying for the designer and for the audience.
As creatives we have an opportunity to create packaging that goes beyond its core purpose of protecting and selling a product. Purposeful design connects with the consumer on an emotional level, it can change how they think, feel or act.
THE PENTAWARDS FESTIVAL 2023
The Pentawards Festival, held at the Science Museum on November 9, offered multiple opportunities for collaboration and networking, as well as workshops, conferences and the chance to arrange one-to-one meetings with brands.